One of the dilemmas all marketers face is how to get above the noise.  This is particularly true for small companies. In the world of high tech marketing, most of what I see in terms of company image seems to fall into one of three categories that, for lack of better terms, I will call “Technical,” “Corporate,” and “Edgy.”

The first is “Technical,” which is marketing that driven by the nuts and bolts of the product or service being offered.